Seasons: A Recipe For Success For Cricket St Thomas
From Somerset fields to National plates: Cricket St Thomas, renowned for its exceptional cheeses in the South West, sought to break free from its "hidden gem" status and become a top choice within the professional culinary landscape across the UK year-round.
With operators navigating potential supply chain complexities with Brexit, we recognised that seasonal British menus were becoming a key area of focus, backed by consumer demand for local ingredients (a whopping 35% actively seek it when eating out according to CGA figures). This presented a prime opportunity to showcase the versatility, provenance and quality of Cricket St Thomas cheeses.
Our strategy cantered around two key pillars:
1. Celebrating British Seasonality: Tapping into the abundance of British seasonal produce, pairing Cricket St Thomas cheeses with regional ingredients to create a year-round tapestry of culinary inspiration.
2. Driving Tangible Interaction and campaign longevity: Going beyond simply showcasing recipes by developing engaging initiatives designed to spark conversation and generate leads which the brand owner, Lactalis can engage with ongoing.
Introducing, "Seasons" - A Culinary Publication with Year-Round Appeal
We tapped into the power of seasonal inspiration, crafting a premium, downloadable publication that positioned Cricket St Thomas cheeses as the essential ingredient for culinary creativity.
"Seasons" was more than just a recipe book; it was a strategic content marketing masterpiece:
• Culinary Star Power: We used our network of acclaimed chefs across Great Britain, featuring their signature recipes alongside creations from Lactalis Professional's own development chef. This lent credibility and prestige to the publication, capturing the attention of discerning culinary professionals.
• Visual Storytelling: Professional photography and videography brought the recipes to life, showcasing the beauty and versatility of Cricket St Thomas cheeses in mouthwatering detail. These high-quality assets were leveraged across social media and promotional materials to amplify reach and engagement.
• Targeted Amplification: We implemented a strategic social media campaign across LinkedIn and Meta, utilising a mix of sponsored posts, interactive content, and enticing prize draws to drive downloads, spark conversation, and generate valuable leads.
• Sales Support: Printed versions of "Seasons" became powerful tools for the sales team, distributed at industry trade shows and used during client meetings to leave a lasting impression and inspire menu creativity.
Beyond Engagement: This Campaign Cemented Cricket St Thomas as a UK Foodservice Leader
This wasn't a flash in the pan campaign; it was a strategic success story. We ignited conversations with chefs nationwide. Lactalis Professional's network expanded exponentially, forging invaluable connections with key industry players. Over 300 high-value leads poured in, proving the campaign's tangible ROI. But the impact resonates deeper: visually compelling assets, strategically deployed, have solidified Cricket St Thomas's reputation and will continue to fuel their dominance in the UK foodservice market.
• 384 leads generated
• Campaign activated with 3 Key customers
• 37% conversion rate